Crafting Websites That Truly Work

After decades in the web design industry, I’ve learned that a website redesign is not really about aesthetics – it’s more about functionality, usability, and, most importantly, delivering value to both the business and its users.

I take a pragmatic approach that emphasizes practical design over flashy trends. Here are some of the lessons I’ve gathered over the years.

How Do Users Actually Engage With Content?

One mistake I see often is businesses organizing content based on internal logic rather than how users actually think. Instead of complex card-sorting exercises, I take a more straightforward approach: direct observation. Watching how real users navigate a site in real time tells me everything I need to know. The key is to present information in a way that anticipates user needs – without unnecessary clutter or jargon.

Navigation Should Be Effortless, Not Overengineered

Too many redesigns focus on reinventing navigation structures rather than simplifying them. I believe in building intuitive navigation by following one simple rule: No page should take more than three clicks to reach. When I worked with a local nonprofit on their website overhaul, we didn’t conduct expensive user testing. Instead, we asked staff and volunteers to find key pieces of information. If they struggled, we adjusted the structure until it was seamless.

First Impressions Matter More Than You Think

A website isn’t just a digital business card – it’s the first real impression a potential customer has of a brand. While some agencies invest heavily in moderated user testing, I rely on a different metric: bounce rates. If visitors leave a site within seconds, something is off. Whether it’s poor messaging, a cluttered layout, or slow load times, real-world behavior speaks louder than focus groups.

A Website Has a Job to Do. Is It Doing It?

Fancy graphics and animations mean nothing if users can’t accomplish what they came for. I’ve seen too many clients get lost in design details that don’t serve their goals. My approach? Define the site’s primary job and test whether users can complete essential tasks without frustration. Rather than expensive unmoderated testing, I use simple task-based assessments with actual end-users to refine workflows.

Don’t Launch Before It’s Ready, But Don’t Wait Too Long Either

There’s always a temptation to launch prematurely or, conversely, to keep tweaking endlessly. The balance lies in fit-and-finish testing – not in a lab, but in the hands of a few trusted users who will actually use the site. When I redesigned a site, I gave early access to a handful of real customers. Their feedback helped iron out final details before the official launch.

Continuous Improvement Beats Perfection

A website isn’t a one-and-done project. A/B testing isn’t just for marketers: it’s a powerful tool for refining user experience over time. I tell my clients to expect incremental improvements. Instead of investing in an expensive post-launch analysis, I encourage simple experiments – changing call-to-action placements, testing different color schemes, and measuring the results in real-time.

Final Thoughts

Having spent a lifetime in this industry, I’ve seen trends come and go. What remains constant is the need for websites that are easy to use, serve a clear purpose, and evolve with user needs. Whether you’re running a business or building websites for fun like I do, focusing on usability, clarity, and continuous improvement will always yield the best results.